Tag: it consulting

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Keeping Up with Expectations: Buyer Satisfaction and the Customer Experience

Keeping Up with Expectations: Buyer Satisfaction and the Customer Experience

There used to be saying in business that the customer is always right and anything or everything should be done to make the customer happy, even if it includes throwing someone under a bus.  On the other hand, some professionals in sales and service would contend that keeping the company mission in mind and fairly representing the company side of things is a better way even if the customer goes away mad.  Realistically, both mentalities have some merit, and it is the challenge of finding balance between making customers happy and doing what is right for the business that makes things difficult.  What many businesses fail to recognize is that they are no longer directly responsible for setting the customer expectation, so they must understand and adapt to the environment and influences impacting the buyer in order offer a customer experience that satisfies.

A customer experience is not simply what happens after someone buys.  The customer experience is composed of the entire life cycle of interactions between the company and the buyer, including any “impressions” the buyer may have experienced through social venues, personal interactions and in media.  Creating and managing the customer experience doesn’t mean simply tracking interactions like sales calls and emails, as with a customer relationship management or sales force solution.  Crafting a customer experience embodies all aspects of the business – from the outside face shown to the public and market to the internal mechanisms that help get work done, the attitudes of the people involved, and the influences of others.

Businesses used to have more sway over how their customer experience flowed, and a great bunch of people providing quality services would generally be a “win” with the buyer.  In today’s market, the table has turned and it is the consumer who dictates what, exactly, they want their customer experience to be.  If the experience doesn’t meet with expectations, it is likely to be a failure regardless of how well the company executes on it.  The exceptional difficulty introduced is that each and every buyer is different – has different motivations and priorities and agendas – and meeting all the expectations of a diverse audience is not easily accomplished.

It’s sort of like with those advertisements you see now, where prospective college students aren’t willing to accept the “old way” of getting an education.  They want to have classes that interest them, they expect to get educated when and where it is right for them, and to get that education in a manner that fits better into the way of life they imagine.   Everyone wants it “my way”, and they’re getting it because they have come to understand that technology and the Internet have made it possible.

Technology and information systems are the foundations of creating and delivering a customer experience and level of service which will keep customers engaged and coming back for more.  Businesses have been trained to look to technology advances and identify opportunities to leverage new developments towards the defined business goal.  In the market that has now developed, where social and mobile computing are the norms, it is the consumer rather than the technology which is driving change.

The individual experience – how the buyer perceives the solution to fit within their business and lifestyle, and how the buyer benefits from the interaction – has become the basis for measuring quality of service and delivery.  Regardless of how technically perfect and flawless a product or service may be, the overall customer experience is the basis on which a stay or go decision is formed.

This shift in focus has changed how businesses view service delivery and support performance, and has introduced the concept that every department in the business should act a little bit like the marketing department – listening to and learning what the buyer deems important and adjusting the process or message based on the finding.  By placing a focus on the buyer priorities and developing an approach that allows a buyer to guide their own experiences with the company, businesses are finding great success in engaging with increasingly demanding buyers and improving overall satisfaction with the experience.

Make sense?

J

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Understanding the Customer Journey: Know More and Assign Proper Credit

Understanding the Customer Journey: Know More and Assign Proper Credit

There is a fascinating video of a presentation by Neil Hoyne (self-designated “student of the customer journey”, and Global Program Manager at Google) where he discusses customer attribution and how businesses should more closely measure, analyze and understand customer behavior to understand why some people do or don’t click, buy, or come back for more.  While the conversation focuses on website performance and link tracking, the underlying message applies to all aspects of business relationship development.  In short, it doesn’t usually take just one thing to compel someone to do something.

Neil’s session “encouraged companies to identify more actionable performance metrics and build stronger industry relationships as the advertising market continues its rapid evolution away from last-click valuation.”  In concept, it means that there are many interactions that may occur before someone makes that decision to actually click or buy.   They likely received impressions from various sources (ads, word of mouth mentions, etc.), or performed searches or perused various discussion or information sources at some point before that final “click”.  So, why is that “last click” considered to be most valuable?

If you compare online sales and marketing to people-based sales and marketing activity, you’ll find that users will follow similar paths and interact in similar manners with both mediums.  This is due to the fact that, as Neil puts it, “every customer has a story”, and each is taking their own individual journey.   The path they follow is as individual as the person, but there are ways to identify trends based on how users interact with the business if the data can be appropriately captured and analyzed.

If we turn the conversation to customer management, similar truths are revealed.  For example, in many businesses sales success is attributed solely to the sales team, and compensation plans support the belief that the front line is the essential source for new revenue.  However, the truth may be that the sale was made based on a personal referral from a satisfied customer or perhaps due to a discussion where the service and support was said to be exceptional, or even because the login portal is a pleasant shade of green instead of a dull grey.  Not giving appropriate credit to all of the factors which impact the sale presents a risk to the business, because changes in the approach may result with unintended negative consequences.  Remove the element which supports or encourages the action and you may lose the action, which is more likely to occur if the business doesn’t really understand why it happens in the first place.

For example, a business may decide that a direct sale approach is better than giving up revenue to affiliates or resellers.  However, the business may very well find that it takes the involvement of that affiliate or reseller in order to get the sale.  Pouring more money and resources into the direct sales force won’t make up the difference if the target customer isn’t connecting, or if the company isn’t offering the additional service or value-add delivered by the partners.  Also, if the sales organization is focusing exclusively on new business, where is the attention to current customers?

Businesses are spending tremendous resources in time, money and personnel to try to find ways to reach new customers and markets, yet often fail to fully understand what it took to get the existing customers on board.  Even worse, many businesses resist analysis of EXISTING customer behavior, not taking the time to understand how that customer interacts with and uses services provided, and failing further in identifying and delivering additional value to keep the customer satisfied and coming back for more. Many businesses only address existing users from a support standpoint, yet fail to explore ways to improve retention or up-sell revenues through front line sales efforts.  Again, it is the failure to understand when and why people take action that causes investment and effort to be misplaced, and desired results to not be achieved.

The whole point of this is that the business should KNOW MORE about the various ways users interact with them, and GIVE CREDIT to all of the elements involved in the chain.  If every user has a story, then the business should closely listen to those stories to learn how to increase reach and service delivery to customers of a similar theme (what the customer needs now), and to keep listening and learning in order to understand what the customer needs next.

Make sense?

J

Link to Neil’s presentation here: http://googleaffiliatenetwork-blog.blogspot.com/2012/08/accelerate-deeper-look-at-attribution.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleAffiliateNetwork+%28Google+Affiliate+Network%29&utm_content=Google+Feedfetcher

Is great customer service the entire customer experience?

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.

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Getting Results: Social Media for customer service is a sword that cuts both ways

In a recent article on Forbes.com, authors Mark Fidelman and Becky Carroll discuss the high cost paid by Southwest Airlines – cost in terms of customer perception as well as obvious costs in dollars – due to a website snafu resulting in lots of customer overcharges – and the part social media played in the entire affair.  There are a number of lessons to be learned from the article How One Defective Social Media Campaign Spawned Millions in Overcharges, but one big message is about the positive impacts of effective and relevant (and timely) customer communications.  Social media is a sword that cuts both ways, offering a platform for both positive, and not so positive, discussions and conversations.

Using social media for customer service has become just as, if not more beneficial than, having an army of agents in the contact center. This is especially true when a crisis hits a company. Gone are the days when a customer service issue was aired solely between a consumer and the company’s contact center (and maybe a few friends within earshot). When things go wrong, consumers take to a brand’s social media channels for several reasons. Forbes.com

Particularly when you factor in the viral nature of social media interactions, and the amazing speed with which ANY message can gain broad visibility, businesses should understand that all those “friends” can turn into an ugly mob pretty quickly if an effective communications strategy isn’t in place.

Whether or not an organization uses social media as one of their official customer service channels, customers will seek out all ways of communicating when they have an issue. How companies choose to respond on social media has a large impact on how quickly a crisis settles down.

But communication isn’t all that is required.  Providing information on a solid course of action, and how revealed problems are being addressed to satisfy customer demand RIGHT NOW is the critical element.  Communications and promises are nothing if they’re not backed up with action in real time.  Actually, the best solution is to not have the problem in the first place, but sometimes you just don’t see it coming (see “unintended consequences“).

Make sense?

J

Is great customer service the entire customer experience?

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.

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Is great customer service the entire customer experience?

Is great customer service the entire customer experience?

I’ve been working with accounting technologies for a long time, and much of that time and activity has been focused on online accounting models and solutions.  The Authorized Hosting Program for QuickBooks is a good example of the type of service model that’s garnered a lot of attention over the past couple of years, particularly since desktop QuickBooks editions continue to be the accounting solutions of choice for new and growing small businesses, even as those businesses look to leverage the cloud for remote and mobile access to business information.  But hosted QuickBooks delivery models vary tremendously from provider to provider, so how does an accounting professional or their client business owner know which service will suite them best?

At the surface, most of the QuickBooks hosting services available today look pretty much alike.  In concept, they are, but in reality the technology each provider elects to deploy makes a big difference in the experience of the hosted service user.  Some deployment models require a lot of 3rd party software to make the service work, and some providers have constructed their own “black box” technology to make the delivery possible.  The result is a wide variety of service models and delivery approaches, some of which may perform better or offer more functionality than others.  But these details are often difficult to discern when evaluating the various provider deliveries, so most folks simply resort to pricing comparisons.  Unfortunately, this isn’t really the best way to measure the quality of the provider or the service.  There’s still some truth to the old adage that “you get what you pay for”, even when a service has become commoditized in the market.  On the other hand, just because a service is more expensive doesn’t mean it is better.

It is often difficult to get prospective customers to see or understand the technical  nuances of any given hosted delivery, so many service providers are trying to find other ways to set themselves apart from the competition.  One approach that’s become quite popular is to tout the availability and quality of the customer service offered by the provider.  While I do believe that quality customer service should be available for subscribers at all times, I also recognize a bit of a problem with this marketing approach.

To illustrate the problem, I’ll describe a conversation I had with a hosted client last year.

This particular client was with an engineering firm, and the company was subscribing to hosting services for a variety of Microsoft applications, including MS Project (not that it matters, really).  Anyway, this client called me up one day just to chat about something that was frustrating him, and that was an issue of irregular system performance.  Sometimes it was really speedy, and sometimes things would slow down to a crawl and nobody seemed to know why.  He said that he and his team members had been regularly in contact with the support department, and that the support team was always cheerful, helpful, and willing to work with them to find out what the issue might be.  Unfortunately, they didn’t find anything, and suggested that the client continue to contact them when there was a problem.  This went on for quite a number of months, and the client continued to be frustrated with the service performance but quite pleased with the support response.  Then he told me a story.

He said that he used to have a Mercedes, and he loved that car.  It was beautiful and fun to drive, and yes, pretty expensive.  The car had frequent issues, and for this reason he got to know the guys at the Mercedes dealership really well.  He knew all of their names, and they knew his.  He even sent them Christmas cards every year.  He couldn’t have wished for a nicer group of people to service his vehicle.

Then he bought a Toyota.  He really liked this new car, too.  It was fun to drive, sporty, and a little more affordable than the Mercedes was.  This car didn’t need nearly as much maintenance as the previous one, and he had far fewer problems with it.  He never got to know the names of the guys in the service department at the Toyota dealership, because he didn’t go there very often.  When he did, the service was fast and courteous – pretty much what he expected.  But the best part was that he didn’t become closely acquainted with the dealership service team, because the car just worked.

You know those car commercials on TV, where the sales person is telling the customer about how great the warranty on the vehicle is?  Yeah – the one where the customer wants to know if they should buy a good car, or buy a car with a good warranty.  Makes you think, doesn’t it?

When you’re looking for a hosting service provider to deliver QuickBooks and other desktop software to you via the cloud, remember that great customer service is only part of the puzzle.   The best solution is the one that just works, and doesn’t leave you needing a lot of support.

Are you on a first name basis with your hosting support team?  You might want to think about why that is.

Make sense?

J

Read more about using the cloud to extend your access and collaboration beyond traditional boundaries.

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The race to find the “secret sauce” for hosted application services for small business

The race to find the “secret sauce” for hosted application services for small business

Cloud computing is here to stay.  What was once viewed as bleeding-edge technology fraught with peril and risk is now recognized as an emerging standard for application deployment and delivery.  The race to the clouds represents a significant challenge, however, when issues of application interoperability and integration are introduced – particularly when it comes to small business solutions which traditionally reside on the local PC and network.

Today’s available technologies and platforms quite nicely facilitate single application deliveries, yet frequently fail to address the dynamic provisioning and deployment requirements of a rich integrated application environment.  Users who desire to select from a variety of applications in a hosted environment are most often met with barriers which won’t allow them to have the particular mixture of solutions they need.

While virtualization approaches for platforms and applications are gaining popularity and increasing in capability, the reality of the problem still rests with the fact that, in order for the applications to integrate, they must be installed on the same machine.  There is a race amongst the virtualization platform providers to find the “secret sauce” of application hosting; to enabling a flexible, dynamic, rich application delivery method which overcomes the need to have integrated applications installed together on servers in pre-selected ‘packages’.  With the secret sauce, the provider would be able to offer the customer any possible combination of available applications, and offer them as fully integrated solutions, regardless of whether or not those applications were actually installed on a machine together somewhere.

Currently, the solution is addressed (sort of) in how the provider deals with three main elements in the service model, which are packaging, provisioning, and business rules.  With these three ingredients appropriately approached in a flexible infrastructure and partner network, the potential for broad hosted application delivery and distribution exists.   Service providers are still stuck with the requirement to pre-select their various partner or integrated application inclusions, but it is possible to offer the perception of maximum flexibility without actually having it.  The challenge is not presented with the business rules, but in the packaging and provisioning processes.

Packaging is the step where the item to be provisioned is combined with other elements, resulting in a service or installation “package”.  Much like a manufacturing assembly process, packaging takes into consideration the total resource utilization or requirement, accounting for all resources combined into or used to create the package.  Packaging cannot be performed without first understanding, at a detailed level, what can be provisioned and how.  With the variety of applications, data services, implementation methodologies and models which exist, a single method approach has proven to not address a majority of software products currently available on the SMB market, and is unlikely to in the near future.

An example of this challenge is partially revealed when we look at the diversity of applications involved in the Microsoft Office ecosystem.  Many businesses rely upon the functionality present on the Office suite desktop products, such as Word, Excel and PowerPoint.  For some application users, this functionality is not present in their primary use software, but is presented via desktop level integration methods.  In order to deliver the full functionality and capability of the primary use application, the installation and integration support for the Office applications must also be provisioned and packaged into the service.   Offering even limited integrations and options like Office for inclusion in the package can introduce challenges in data access and management, permissions and file level security, and ISV licensing of applications.  For these and other reasons, attempting to provide a rich, user-selected mixture of deliverables poses the ultimate challenge to the application service provider.

When a cloud or application hosting provider can offer their customers the ability to sign up for, purchase, and utilize without complication or delay their selections of desktop or web-based applications, services and integrations, and pay for them as a subscription service accessible at any time and from anywhere – that’s the secret sauce of application hosting and cloud IT that everyone’s looking for.

Make sense?

J

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The Cloud is Not the End of ERP

With the emergence and general acceptance of “cloud” technologies and services, many in the information technology industry have begun to wonder if the traditional approach to enterprise software – the ERP solution – is nearing its useful life.  Is this the end of ERP?  Well, the hype sometimes becomes the reality, and businesses are moving in droves to software-as-a-service to find the cost and efficiency benefits promoted in the sales materials, and they’re finding them.  Look at Sage’s acquisition of Intacct as an expression of increased focus on cloud-based solutions. This activity around the cloud and cloud-based software-as-a-service represents a major change in how people access and consume information technology and business services, a change that’s being driven by the huge momentum of the overall growth of “cloud”.  The market is moving to a customer-centric subscription model, where the legacy approach was more in tune with the “purchase it once and use it forever” mentality, and customer relationships were largely centered on upgrade cycles.

“As an economy and a culture, we are rapidly moving away from owning tangible goods and, instead, gravitating towards becoming members of services that provide us with experiences  – such as listening to a song, using a car, watching a movie or collaborating with our colleagues.

Of course, this cultural transformation has profound implications for business models. Why? Success is no longer gauged by counting how many units of your product you have sold. Rather, success is measuring how many customers are using your service on a recurring basis and how successful you are monetizing those recurring relationships.”

Forbes.com guest post written by Tien Tzuo http://www.forbes.com/sites/ciocentral/2012/02/09/the-end-of-erp/

While it sounds like the cloud is the right approach for everyone, looking at the variety of real business situations in the market suggests that, as always, one size does not fit all, and more “traditional” ERP solutions may well continue to be the right foundation for many enterprise operations.  Particularly when considering that many businesses already significant investments in platforms and infrastructure, software and data integrations, and operational process support, cloud software solutions may not provide the necessary functionality to support existing business.  Further, integrations that may be available and supported with legacy systems are often not available with cloud-based counterparts, while different integrations based on cloud standards may be present.

For smaller businesses and those in emerging markets, subscription-based IT models may make more sense, especially as popular traditional software makers have introduced their cloud-based counterparts which will likely incorporate the features or functionality of their legacy systems, while taking advantage of the capabilities introduced through cloud integration and interoperability standards.  Strong consideration should still be given to “traditional” ERP solutions, however, as there may be a level of stability, usability, or process support desirable by the business.

Utilizing these traditional ERP systems does not mean eliminating the potential for the business to benefit from cloud solutions.  Rather, cloud platforms and hosting solutions, as well as cloud-based integrations and extensions, are enabling mobility and collaboration around legacy systems, delivering cost and efficiency benefits just as significantly as those who have adopted a full-on “cloud” approach.

“It also makes sense to explore “edge” investments. […] there are significant innovation opportunities outside of core operations. Look to take advantage of the ERP platform’s capabilities in these spaces. Or implement low-cost, smaller-footprint solutions – even if on an exploratory basis. If they are fully adopted later, you can integrate them into the ERP backbone and expose standardized data and processes to the edge.”

from Deloitte’s Tech Trends 2011 report titled “the end of the “Death of ERP” 

So, what does this mean for your business?  It means you need to consider all the possibilities.

First, evaluate cloud-based options, and balance features with cost, time-to-value, and operational requirements.

Then, selectively innovate.  Figure out which areas of the business give you a competitive differentiation and innovate in those areas.

The traditional thinking, which is in line with the traditional ERP approach, is that all of the business functionality has to be incorporated into a single platform solution.  This is certainly no longer the case, and businesses are finding that they now have an ability to take advantage of the benefits of their existing systems while extending and innovating through the use of cloud services.